Trait Activation Overview

Use Trait Activation to configure sync payloads that you send from Engage Audiences and Journeys to a Destination. Map traits from user profiles to Destinations, configure identifiers to sync, and choose a sync strategy that fits your use cases.

Trait Activation includes both Trait Enrichment and ID Sync. With Trait Enrichment, use custom, SQL, computed, and predictive traits to enrich the data you map to your destinations. Use ID Sync to select identifiers and a sync strategy for each identifier when syncing Engage Audiences to Destinations.

Use cases

Trait Enrichment and ID Sync can help you:

• Increase advertising match rates: Expand the pool of users you advertise to and increase match rates by using traits and identifiers to find the right customers.

• Include more personalized message content: Include traits in your payload for more up-to-date, accurate data.

• Configure how you send identifiers to Destinations: Send the right identifiers to your destinations. For profiles with multiple identifiers, choose a strategy to select identifiers and send them downstream.

Next steps

To learn more about Trait Activation, visit the following docs:

• View Trait Activation Setup to view supported destinations and learn how to get started.
• Learn more about how to use Trait Enrichment and ID Sync.